Americans are coming of age in the Great Recession. What's in store for consumers and businesses?

New in 2010, we have released a follow up to our ethnographic insights with a new quantitative report, Coming of Age in the Great Recession. In the fall of 2008, we conducted an ethnographic study on the cultural impact of the economic crisis and what it might mean for the future of consumerism. A year later, in the midst of the recession, we followed up with a quantitative survey.

Together, our two research efforts document the "grounding" of the American Dream and the emergence of a new kind of consumer — The Grounded Consumer. The reports portray a society and culture going through a "rite of passage" and moving into an era where we measure the quality of our lives in social terms before economic ones.

In Grounding the American Dream we describe the five stages of "grounding" and how each stage presents specific marketing opportunities across several business categories.

In Coming of Age in the Great Recession we document specific behavioral changes as a result of the "grounded" shift and reveal four distinct segments characterizing the post-recession mindset.

Let us know what you find interesting about our research. We'd be happy to apply our insight and experience to your business.